Indie Beauty Brands Need Us More Than Ever—Here Are 36 You Can Support Now

indie-beauty-brands-to-support-287006-1589241740875-image

(Image credit: @eggcanvas)

We're now several weeks into the alternate reality known as the COVID-19 pandemic, and while some of us have settled into work-from-home arrangements and found new ways of carrying out even the most mundane tasks on our to-do lists, the shock waves of this global event are still in full effect. There's a lot more to adjust to than just wearing masks outside and burning through bottles of hand sanitizer at unimaginably high rates—the way we relate to the greater world around us has been profoundly altered. It's a lot to handle, but we hope Who What Wear has been a source of joy during these tough times.

One thing that's been on our minds is the toll this situation has taken on small businesses. Along with healthcare providers and other essential workers who've found themselves on the frontlines of this crisis, those who own and work for small businesses are also among the most vulnerable in terms of work. Indie beauty brands are included in this group, but, thankfully, we can help.

With no corporate backing and less wiggle room to spend on critical practices to keep their businesses afloat during these challenging times, boutique beauty brands need us beauty lovers to lend our support however we can. Lucky for us all, shopping small doesn't mean sacrificing cool, innovative products. In fact, it's quite the opposite! These smaller companies are some of our favorites for the makeup, skincare, hair, nail, and fragrance products that make up our daily beauty and wellness rituals

Ahead, get acquainted with 36 indie beauty brands beauty editors and loyalists are already privy to that you can support now and always. Remember: Even if buying beauty products doesn't rank on your list of priorities right now (trust us—we get it), take the time to check out their social media, shoot them a like, or share with a friend. Every little bit helps.

Makeup

indie-beauty-brands-to-support-287006-1589241781282-image

(Image credit: @amy_lawrenson

)

Ilia

Juvia's Place

Kjaer Weis

Kosas

Lemonhead.LA

Mented

Noto

Rituel de Fille

Tower 28

Uoma

Skincare

indie-beauty-brands-to-support-287006-1589241779694-image

(Image credit: @discodaydream

)

Black Girl Sunscreen

Golde

Hanahana Beauty

Klur

Mara

May Lindstrom

Maya Chia

Meow Meow Tweet

Nécessaire

Osea

Oumere

The Things We Do

U Beauty

Hair

indie-beauty-brands-to-support-287006-1589241775767-image

(Image credit: @_kirp_

)

Briogeo

By Humankind

Crown Affair

In Common

Playa

Virtue Labs

Nails

indie-beauty-brands-to-support-287006-1589314219988-main

(Image credit: @em_tong

)

J. Hannah

Olive & June

People of Color Beauty

Fragrance

indie-beauty-brands-to-support-287006-1589241782582-image

(Image credit: @emmahoareau

)

DedCool

Heretic

Skylar

The Nue Co.

Associate Beauty Editor

Courtney Higgs is a Cancer sun, Libra rising beauty enthusiast with about six years of experience in the editorial space. She was previously Who What Wear's associate beauty editor after spending many years working on the West Coast edit team at InStyle Magazine. She graduated from California State University, Northridge, with a BA in communication studies and pivoted to editorial after spending her college years working in the legal field. Her beauty philosophy is simple: She believes there are no wrong answers and that discovering our favorite beauty products and rituals is a journey, not a sprint. When she's not geeking out over products, she can be found adventuring around L.A. with her fiancé; watching reality TV with their French bulldog, Bernie Mac; or relating way too hard to astrology memes.